A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. The goal of a whitepaper is to inform and persuade based on facts and evidence, not tell the world why people need to buy your product right now. MORE

However, according to new research from MHI Global, “as buyingcycles lengthen and decision dynamics become more complex, identifying and calculating the costs and benefits of any product or capability have grown in importance”. MORE

You won’t get too far in developing relevant and engaging content without defining your audience, understanding what they need and want to hear, planning what you want to convey to your audience, and how you want to share information with them along their buying journey. MORE

In the B2B marketing world, the buyingcycle is long. There's a long cycle that has a lot of money and resources at stake, so you need to nurture your prospects all the way through the process. and the same holds true for the sales cycle. MORE

Casestudies. Presentations. Of course, in the B2B realm, your content should be targeted at addressing a specific question or concern of a specific type of buyer at a specific stage of the buyingcycle (e.g. Remarkable: ask yourself—if I were on a buying team that was evaluating my product or service, is this a piece of content that I would feel inspired to pass along to other members of the team? MORE

In fact, customer testimonials and casestudies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers ( source ). But, with a few tweaks to your content, casestudies can offer significant value to your blog. MORE

He decides she’s the perfect candidate for a new car, so he dives in and presents his business card along with the suggestion. So, in other words, we’re talking about where they are in the buyingcycle. BuyingCycle Stages. MORE

not ideal prospects who were ready to buy). This not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales professionals identify where each prospect is in the buying process.". MORE

Today, online learning-management systems provide course builders that simplify e-learning program set up and enable you to present information that’s visually appealing. Content that Answers Buying Questions. Are you tired of the ups and downs of sales? MORE

Gender: provides guidance as to whether you should include a casestudy in your white paper. Lower Cost , you should focus your primary content on the specific aspects that reduce operating costs within the production/development cycle. Question #3: Sales Cycle Fit? MORE

CaseStudies: Many B2B customers want to know how other businesses were successful at something. An exclusive casestudy can show leads how another business navigated the murky waters of increasing sales or meeting a specific metric. Buy today!”. Typically, they are more likely to take their time when making a choice, especially if it’s their first time buying that type of product or service. MORE

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. Simply defined, a video white paper takes the attributes of a white paper and presents them in a video format. MORE

Here are 15 B2B casestudies. Use specific content solutions to impact different stages of the buyingcycle. This campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buyingcycle. MORE

Fits a specific place in the buyingcycle. Let’s take a closer look at these seven best practices for developing content that resonates with your target audience, no matter where they are in the buyingcycle. Not only does it miss the key markers of your sales cycle, it also tends to be too general and diluted to have any meaningful impact. Know where content fits in the buyingcycle. Common buyingcycle steps include: attract. MORE

Understand the power of social media and search engines in the buying process; and do consider more time/resources/financial allocation towards inbound marketing and demand generation strategies that attract prospects to your funnel. Laser-focus your solutions to the target audiences most likely to buy from you. Limit waste messaging, and present a clear case to the key stakeholders who have purchase influence. How long are their buyingcycles? MORE

Let me illustrate the answer with a casestudy where I first learned about what I will refer to as the “domino theory” of content marketing. That’s a perfect metaphor for content marketing in B2B, not just within the buyingcycle, but across the lifecycle of a customer. MORE

Ever since Bill Gates proclaimed that content is king way back in 1996, marketers have been trying to figure out the best ways to present compelling, engaging content in a way that also helps drive leads and close sales. To gate or not to gate: That is the question. MORE

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to CaseStudies and Sales Enablement. A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions. MORE

What this means is that an average web surfer will devote about three seconds to web information before they are either engaged by its content/presentation and will read more of it, or if not they will surf to an entirely different site. White papers are powerful sources of lead generation. MORE

There are more casestudies and whitepapers out there than there is time to read them. An additional benefit of interactive content is how it can be used in different stages of the customer’s buyingcycle to drive conversion. Guest post by Cheryl Joy. MORE

Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buyingcycle they are in, and how your content or offers align with those search terms people use to look for what you do. MORE

That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle. Your online content needs to play a much more active role in moving site visitors along in his/her buy decision. MORE

Boy has it grown in that time…from 130 attendees and 9 presentations to a whopping 2300 and 47 presentations! Over the course of the 4-day conference we heard tons of great speakers, casestudies and keynotes…and even found some time to enjoy Music City. MORE

76% of B2B marketers blog, and 73% publish casestudies - Content Marketing Institute. . . Casestudies allow businesses to use relatable business stories to move prospects towards the end of the buyer journey. MORE

In fact, a recent study has shown us that many major brands are working with startups and smaller agencies to handle content development and social media. Casestudies, whitepapers, eBooks, webinars and industry reports are all good places to start. Stage 3: Ready to Buy. MORE

As a result, line-of-business leaders from departments such as marketing and sales now influence technology buying—and renewal—decisions more. Purposeful, persona-based content marketing can feed a near-constant stream of relevant information, helpful tools, and best practices to aid everyone involved in the buying, implementation, usage, and ongoing management of technology tools. MORE

In addition to the new Target Demand stage, which reflects the increasing number of people involved in today’s B2B buying teams, (An avg. Casestudy: TAM analysis in action. Read the full casestudy. Calculating TAM just makes sense. MORE

An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. As prospects increasingly self-educate through the buyingcycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. MORE

In Joe’s presentation “ Good To Great Content Marketing ” delivered at the Online Marketing Summit earlier this year, he presented 6 ideas to help you deliver content that educates, entertains or even amazes your target audience. CaseStudies. MORE

Mine Your Client Presentations. It’s also important to look at your presentations; if you’re doing things right, your slide decks aren’t just bullet points on pretty backgrounds. You can use individual elements in exactly the same way as discussed above for client presentations. MORE

The customization of the content can be intelligently programmed to present different qualitative and quantitative results based on the prospects: Industry, geographic location and size Role in the buyingcycle S tage in the buyingcycle P ain points they are experiencing Currently installed solutions or current practices Current asset profiles and growth Other solutions being considered. MORE

We dive into casestudies, we research articles, and we have discussions with peers about how other companies have achieved their success. The problem with relying on building our marketing on casestudies is we don’t really learn anything for ourselves. Each can target a different audience with a different buyingcycle. We need to take the time to present them in a reasonably easy to understand way. MORE

Numerous studies show that swift follow-ups increase conversion. Remember, people buy from people. 80% of marketing leads are lost or discarded, according to a MarketingSherpa presentation delivered at B2b Marketing Summit 2009. It’s critical in lead nurturing to know where a prospect is in their buyingcycle so that helpful information relevant to the need at a specific point in time can be delivered. MORE

You can download a copy of the full presentation here , which contains some eye-opening stats that every agency MD should read. Clients use Google and social media to self-educate and they buy from those that educated them. MORE

Determine the inquiry’s role in the organization or authority in the buying process. Identify the prospect’s stage in the buying process. Many “leads” are actually still early in the buying process and are conducting general market research. MORE

The research and observations presented here may not answer all of those questions, but provide a good start and a solid foundation. Here are half a dozen insights from 27 B2B marketing stats facts compiled from recent studies, plus one key conclusion no B2B marketer will want to miss. MORE

Marketing team within a company works to put together and publish casestudies to highlight their solutions and products. We asked casestudy experts "How casestudies should be used in marketing activities versus sales activities?" MORE

The first market in Moore’s Technology Adoption Life Cycle after the deadly chasm is the Early Majority. One, either the owner of the business or an influential champion within the company has to understand the opportunities social media presents. MORE

SXSW features five days of engaging presentations and community events focused on emerging technology. While many content events under serve the B2B marketer, this event is focused on leveraging content to drive B2B demand generation and engagement throughout the buyingcycle. MORE

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Here are 15 B2B casestudies. Use specific content solutions to impact different stages of the buyingcycle. This campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buyingcycle.

An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. As prospects increasingly self-educate through the buyingcycle, webinars have become a primary source of information that buyers turn to before making a purchase decision.

Marketing team within a company works to put together and publish casestudies to highlight their solutions and products. We asked casestudy experts "How casestudies should be used in marketing activities versus sales activities?"

Casestudies. Presentations. Of course, in the B2B realm, your content should be targeted at addressing a specific question or concern of a specific type of buyer at a specific stage of the buyingcycle (e.g. Remarkable: ask yourself—if I were on a buying team that was evaluating my product or service, is this a piece of content that I would feel inspired to pass along to other members of the team?

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to CaseStudies and Sales Enablement. A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions.

Mine Your Client Presentations. It’s also important to look at your presentations; if you’re doing things right, your slide decks aren’t just bullet points on pretty backgrounds. You can use individual elements in exactly the same way as discussed above for client presentations.

In fact, customer testimonials and casestudies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers ( source ). But, with a few tweaks to your content, casestudies can offer significant value to your blog.

Fits a specific place in the buyingcycle. Let’s take a closer look at these seven best practices for developing content that resonates with your target audience, no matter where they are in the buyingcycle. Not only does it miss the key markers of your sales cycle, it also tends to be too general and diluted to have any meaningful impact. Know where content fits in the buyingcycle. Common buyingcycle steps include: attract.

A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. The goal of a whitepaper is to inform and persuade based on facts and evidence, not tell the world why people need to buy your product right now.

He decides she’s the perfect candidate for a new car, so he dives in and presents his business card along with the suggestion. So, in other words, we’re talking about where they are in the buyingcycle. BuyingCycle Stages.

You can download a copy of the full presentation here , which contains some eye-opening stats that every agency MD should read. Clients use Google and social media to self-educate and they buy from those that educated them.

The research and observations presented here may not answer all of those questions, but provide a good start and a solid foundation. Here are half a dozen insights from 27 B2B marketing stats facts compiled from recent studies, plus one key conclusion no B2B marketer will want to miss.

Mine Your Client Presentations. It’s also important to look at your presentations; if you’re doing things right, your slide decks aren’t just bullet points on pretty backgrounds. You can use individual elements in exactly the same way as discussed above for client presentations.

In fact, customer testimonials and casestudies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers ( source ). But, with a few tweaks to your content, casestudies can offer significant value to your blog.

Fits a specific place in the buyingcycle. Let’s take a closer look at these seven best practices for developing content that resonates with your target audience, no matter where they are in the buyingcycle. Not only does it miss the key markers of your sales cycle, it also tends to be too general and diluted to have any meaningful impact. Know where content fits in the buyingcycle. Common buyingcycle steps include: attract.

You won’t get too far in developing relevant and engaging content without defining your audience, understanding what they need and want to hear, planning what you want to convey to your audience, and how you want to share information with them along their buying journey.

As a result, line-of-business leaders from departments such as marketing and sales now influence technology buying—and renewal—decisions more. Purposeful, persona-based content marketing can feed a near-constant stream of relevant information, helpful tools, and best practices to aid everyone involved in the buying, implementation, usage, and ongoing management of technology tools.

CaseStudies: Many B2B customers want to know how other businesses were successful at something. An exclusive casestudy can show leads how another business navigated the murky waters of increasing sales or meeting a specific metric. Buy today!”. Typically, they are more likely to take their time when making a choice, especially if it’s their first time buying that type of product or service.

In fact, a recent study has shown us that many major brands are working with startups and smaller agencies to handle content development and social media. Casestudies, whitepapers, eBooks, webinars and industry reports are all good places to start. Stage 3: Ready to Buy.

The first market in Moore’s Technology Adoption Life Cycle after the deadly chasm is the Early Majority. One, either the owner of the business or an influential champion within the company has to understand the opportunities social media presents.

The customization of the content can be intelligently programmed to present different qualitative and quantitative results based on the prospects: Industry, geographic location and size Role in the buyingcycle S tage in the buyingcycle P ain points they are experiencing Currently installed solutions or current practices Current asset profiles and growth Other solutions being considered.

There are more casestudies and whitepapers out there than there is time to read them. An additional benefit of interactive content is how it can be used in different stages of the customer’s buyingcycle to drive conversion. Guest post by Cheryl Joy.

In addition to the new Target Demand stage, which reflects the increasing number of people involved in today’s B2B buying teams, (An avg. Casestudy: TAM analysis in action. Read the full casestudy. Calculating TAM just makes sense.

Today, online learning-management systems provide course builders that simplify e-learning program set up and enable you to present information that’s visually appealing. Content that Answers Buying Questions. Are you tired of the ups and downs of sales?

Let me illustrate the answer with a casestudy where I first learned about what I will refer to as the “domino theory” of content marketing. That’s a perfect metaphor for content marketing in B2B, not just within the buyingcycle, but across the lifecycle of a customer.

Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buyingcycle they are in, and how your content or offers align with those search terms people use to look for what you do.

Boy has it grown in that time…from 130 attendees and 9 presentations to a whopping 2300 and 47 presentations! Over the course of the 4-day conference we heard tons of great speakers, casestudies and keynotes…and even found some time to enjoy Music City.

In Joe’s presentation “ Good To Great Content Marketing ” delivered at the Online Marketing Summit earlier this year, he presented 6 ideas to help you deliver content that educates, entertains or even amazes your target audience. CaseStudies.

We dive into casestudies, we research articles, and we have discussions with peers about how other companies have achieved their success. The problem with relying on building our marketing on casestudies is we don’t really learn anything for ourselves. Each can target a different audience with a different buyingcycle. We need to take the time to present them in a reasonably easy to understand way.

Determine the inquiry’s role in the organization or authority in the buying process. Identify the prospect’s stage in the buying process. Many “leads” are actually still early in the buying process and are conducting general market research.

What this means is that an average web surfer will devote about three seconds to web information before they are either engaged by its content/presentation and will read more of it, or if not they will surf to an entirely different site. White papers are powerful sources of lead generation.

In the B2B marketing world, the buyingcycle is long. There's a long cycle that has a lot of money and resources at stake, so you need to nurture your prospects all the way through the process. and the same holds true for the sales cycle.

not ideal prospects who were ready to buy). This not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales professionals identify where each prospect is in the buying process.".

However, according to new research from MHI Global, “as buyingcycles lengthen and decision dynamics become more complex, identifying and calculating the costs and benefits of any product or capability have grown in importance”.

That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle. Your online content needs to play a much more active role in moving site visitors along in his/her buy decision.

Numerous studies show that swift follow-ups increase conversion. Remember, people buy from people. 80% of marketing leads are lost or discarded, according to a MarketingSherpa presentation delivered at B2b Marketing Summit 2009. It’s critical in lead nurturing to know where a prospect is in their buyingcycle so that helpful information relevant to the need at a specific point in time can be delivered.

Gender: provides guidance as to whether you should include a casestudy in your white paper. Lower Cost , you should focus your primary content on the specific aspects that reduce operating costs within the production/development cycle. Question #3: Sales Cycle Fit?

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. Simply defined, a video white paper takes the attributes of a white paper and presents them in a video format.

Understand the power of social media and search engines in the buying process; and do consider more time/resources/financial allocation towards inbound marketing and demand generation strategies that attract prospects to your funnel. Laser-focus your solutions to the target audiences most likely to buy from you. Limit waste messaging, and present a clear case to the key stakeholders who have purchase influence. How long are their buyingcycles?

SXSW features five days of engaging presentations and community events focused on emerging technology. While many content events under serve the B2B marketer, this event is focused on leveraging content to drive B2B demand generation and engagement throughout the buyingcycle.

Ever since Bill Gates proclaimed that content is king way back in 1996, marketers have been trying to figure out the best ways to present compelling, engaging content in a way that also helps drive leads and close sales. To gate or not to gate: That is the question.

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For European Union Residents: By providing your consent below, you are expressly agreeing that we may email you under European Union General Data Protection Regulation (Regulation (EU) 2016/679). For more information on this regulation, you may visit the European Union's site. Additional details.